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Front PageFashion East And Anokhi Working Together To Produce Great Designs
East And Anokhi Working Together To Produce Great Designs
Written by EAST Ltd.
Tuesday, 29 July 2008
East have been working together for many years to
deliver an individual and vibrant fashion brand to the UK, Anokhi are based in
Jaipur, Ragastan, India and are experts in hand block printing.
Anokhi and East have been working together for many
years to deliver an individual and vibrant fashion brand to the UK.
Anokhi are based in Jaipur, Ragastan, India
and are experts in hand block printing. They have developed their technique
over the last 35 years to develop an amazing knowledge and archive of block
printing. The Anokhi name has been synonymous with East for the last 20 years
and has provided the backbone of the fabrics that are sold in the East stores. There are many different types of block
printing, many which are named after regions of India. The blocks themselves are
made from brass or wood and can take up to 5 days to complete. In order to make
a garment a printer may have to create up to 30 blocks, meaning that the cloth
may be stamped over 1000 times just to create a 3 metre piece of cloth.
Anokhi also specialise in multiple indigo dip
dyeing and also use mud to create resist effects on the fabric.
There is a vibrant hand block printing community in
the Jaipur, Sanganer and Bagru area and this is where you will find Anokhi. The
company has become so well thought of that they have now opened their own
museum of hand printing. It aims to be a site of expertise for contemporary
hand printing nationally and internationally.
The museum is funded by the Anokhi Foundation. The
foundation’s aims are to protect, conserve and further the art, culture and
craft traditions of the region. The Foundation works in areas where sustainable
intervention benefits local communities.
East is proud to work with Anokhi in getting
original and traditional patterns onto the UK high street to provide an
inspiring, eclectic and original range of clothes for women to enjoy.
Press
Information
For more information on East go to
http://www.east.co.uk/
Notes
to Editors
As the name suggests EAST's heritage is steeped in India and hand
crafted products. The proposition of the company is to
offer something genuinely different on the high street. The aim of the company
is to be:
‘an individual and vibrant fashion brand for the 40+ woman who loves
natural, effortless outfits with an Eastern influence, offering a genuine
alternative to the High Street’
Contact
–
EAST
Ltd.
Web: www.east.co.uk
E-mail:
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Fashion 
